Authors: Avula Harshitha Yadav
Abstract: The online food delivery industry has grown rapidly in recent years due to increased internet usage, smartphone adoption, and changing consumer lifestyles. Among the leading platforms in India, Zomato and Swiggy have become the preferred choices for customers by offering convenience, a wide variety of restaurants, attractive promotional offers, and fast delivery services. However, the intense competition between these platforms has increased customer switching behaviour, making it important to understand the factors that influence customers to switch from one platform to another. This study aims to conduct a comparative analysis of Zomato and Swiggy by examining the factors that affect customer switching behaviour. The research focuses on three key variables: service quality, perceived value, and customer satisfaction. It seeks to study the impact of service quality, examine the effect of perceived value, and analyze the influence of customer satisfaction on customers' decisions to continue using or switch between the two online food delivery platforms. The study is based on primary data collected through a structured questionnaire from customers who have experience using both Zomato and Swiggy. The collected data will be analyzed using appropriate statistical tools to identify the relationship between the selected variables and customer switching behaviour. The findings of this study are expected to help online food delivery companies understand customer expectations and improve their services by enhancing service quality, providing better value, and increasing customer satisfaction. The study will also assist companies in developing effective customer retention strategies to reduce switching behaviour and strengthen customer loyalty. Furthermore, the research contributes to a better understanding of consumer behaviour in the highly competitive online food delivery market.
